Case Study: Intuit/TurboTax Canada achieves 11% order conversion lift and 17.8% peak-season revenue gain with Adobe Digital Marketing Suite

Intuit/TurboTax Canada - Customer Case Study

Intuit’s TurboTax Canada, a leading provider of DIY and online tax-preparation software, faced growing competition and the challenge of standing out online during the narrow, high-stakes tax season. The team needed to better communicate product value, reduce on-page clutter, and quickly understand what content and design elements would drive purchases.

TurboTax deployed Adobe Digital Marketing Suite (SiteCatalyst, Test&Target, Discover) to run rapid A/B and multivariate tests, streamlining homepage designs to highlight top benefits and a single call-to-action. The changes lifted online order conversion by about 11% (12% for desktop), increased test-period revenue by roughly 17.8%, delivered real-time insights that reduced testing risk, and helped build a scalable, data-driven optimization culture.

Intuit/TurboTax Canada

Michael Clifford

Senior Web Designer